The Growth Vault

Content marketing used to be pretty simple.

Finding an article that answered your specific question in a Google search was rare. Articles that got it right earned most of the traffic.

Then SEO shifted to aggregation: articles that consolidated information into one place ranked higher than fragments. This led to the “skyscraper model”—massive, exhaustive guides on subjects.

Now, search results pages are dominated by established brands with loads of authority and backlinks. Most search results contain the same information: copycat content. The problem is, once a reader has read one article, they’ve effectively read them all.

To address this problem, in April 2020, Google filed a patent that, in short, should reward articles that bring new information to the table.

They call this idea information gain. It’s a measurement of the new information provided by a given article, above and beyond the info provided in other articles on the same topic.

So instead of studying search engine results pages to outline articles, content marketers should be asking themselves, “What new information can I bring to the discussion?”

Three ways to factor this question into your content:

1. Create content that builds on other results

Instead of trying to outrank a top-ranking, comprehensive article, assume that the reader has already read it. How can you add value beyond what they’ve already read?

• Share a practical “next step”—a continuation of a competing article.
• Elaborate on a key idea contained within the competing article.
• Write the 102 version of their 101, going into more depth, detail, and nuance.

2. Experiment with risky framings and angles

You’ll likely be rewarded for bringing new and unique information to the table. Consider:

• Addressing unserved intent (“My specific use case isn’t represented here.”)
• Filling in missing information (“It’s weird that no one has mentioned X here.”)
• Challenging a differing or erroneous opinion (“That’s an outdated belief.”)
• Correcting mistakes in Google’s comprehension (“That’s not what I meant by this keyword.”)

3. Build an information moat with original research

Create content that can’t be found elsewhere.

• Include personal perspectives and company experiences.
• Survey your customers, users, or network for interesting data.
• Add quotes from subject matter experts.

Your content still needs to be better. But with the direction Google seems to be heading in, it’s smart to make it different as well.

Most content on ecommerce email marketing focuses on DTC: retention, maximizing lifetime value, and bringing customers back to purchase again and again.

But what should you do if you’re a store selling $1,000+ products that are typically once-in-a-lifetime purchases for customers?

These businesses tend to get fewer repeat purchases, so they can’t afford to give away a huge discount upfront in hopes of profiting off future orders.

Instead of the standard percentage off first purchase promo that most DTC companies use to acquire emails, here are a few alternatives for high-priced items:

• Dollar amount off: If you sell a $2,000 product, try “$200 off” instead of “10% off.” Dollar amounts feel more substantial (and tangible) than percentages and look more attractive when you’re selling a pricey item.
• Free gift with purchase: Free gifts are a popular option with luxury brands. Skip discounting altogether but still offer something that gets customers excited. For example, if you're selling an expensive couch, throw in a low-cost item like an end table as a free gift.
• A chance to win a discount: Everybody who signs up is entered and you announce a winner periodically.
• Custom content with educational value, rather than dollar value: A product recommendation or downloadable PDF. This is a great option if discounting doesn’t fit your brand, but your product is more difficult to understand.

Consider testing two of these at a time until you find a winner that works best for your long-term acquisition strategy.

Frameworks are so acronym-riddled—think BAB, PAS, and AIDA—that they can be more confusing than helpful. Plus, they’re often discussed without any context, adding to the sense that they’re just a bunch of letters.

But here are three of the most powerful copywriting frameworks in context, using classic Porsche ads to explain how they work.

BAB framework:

First up, BAB: before-after-bridge.

• Before: The pain point your audience is facing. Like driving behind a Porsche in a car that’s not a Porsche.
• After: What life is like when that pain is resolved. Hands grip a sport steering wheel. The road ahead is all yours.
• Bridge: The solution—your product. The bridge that takes you from before to after.

The reason we like BAB and the other two frameworks we’ll discuss: They spotlight experience. They zero in on, and accentuate, what it’s like to have or not have your product. Think of it as another form of highlighting benefits, not features.

Another great BAB example, no copywriting even needed:

PAS framework

“In the beginning I looked around and could not find quite the car I dreamed of. So I decided to build it myself.” –Ferry Porsche

That simple statement encapsulates the next framework, PAS: problem-agitate-solve.

• Problem: The pain point. Ferry couldn’t find his dream car.
• Agitate: Agitate the problem. Heighten the negative emotions it provokes—frustration, anger, fear—or the pain it causes. Add some drama.
• Solve: Your product is the solution. Ferry built his dream car: a Porsche.

This example isn’t an ad; it’s a quote. But you can see how PAS can pack a full story into just a few words.

Admittedly, the quote doesn’t have much agitation. We’re including it anyway because we admire its concision and full arc. If this were an ad, it might linger longer on what life is like without Ferry’s dream car. It takes longer to get places, you’re on a first-name basis with your mechanic, you’re embarrassed to drive around in your old ride. Then it would get to that dream-realizing Porsche 911.

AIDA framework

(The example below is an old ad and the copy is a bit blurry. We call out the lines that matter below.)

The third framework is AIDA: attention-interest-desire-action.

• Attention. Grab attention with an eye-catching headline, image, or both.
• Interest. Nurture interest and intrigue. This ad does that by describing the experience of driving a Turbo: “400 horses. Zero to sixty in just over four heartbeats.”
• Desire. Stimulate desire. Want “some very serious amusement”? To get it…
• Action. Take action. Call 1-800-Porsche.

AIDA is a copywriting classic—it goes all the way back to 1898. The fact that it’s still one of the most widely used and recommended frameworks among copywriters is a testament to how dependably it works.

For more on copywriting, check out our favorite examples here.

Personalization works.

We see it every year with Spotify Wrapped, when personalized content goes massively viral. 80% of consumers are more likely to buy when brands offer personalized experiences. Personalized recs account for 75% of Netflix’s watched content and 70% of YouTube’s.

But when personalizing your marketing or product, avoid the creepiness ditch. That’s the no-man’s-land where personalization starts to feel creepy, resulting in fewer conversions, not more.

Examples of creepy personalization: You feel singled out, your privacy seems invaded, or a mistake annoys you and reminds you that you’re being targeted, like when Pinterest congratulated single women on their weddings.

Ways to avoid the creepiness ditch:

• Don’t retarget too fast or too much. Consider waiting at least 24 hours before retargeting, and keep frequency conservative. Over 30% of people actually get angry at an advertiser if they see the same ad 10 times.
• Make sure messaging is relevant. In a study from Gartner, nearly half of participants said they would unsubscribe if content seemed personalized but irrelevant to them. But don’t get so relevant that people feel ill at ease—e.g., by targeting based on sensitive search history.
• Pay attention to bias and stereotypes. Another study found that people who received an ad for weight loss based on their size felt judged. Also be careful about stereotyping if your product uses personalized avatars.

Books don’t work.

Think back to your favorite book from ~2015. How much of it do you remember?

And that was your favorite.

Humans just aren’t wired to retain information well after a single read. That’s not how we learn. We need activities, feedback loops, and metacognition (thinking about thinking about what we’re reading). We need to spread out learning over time.

Of course, retention isn’t just a memory problem. It’s a startup problem too. User retention is what drives sustainable, scalable growth. During onboarding, here are a few ways to boost business retention through cognitive retention:

• Do > show > explain. The more action-driven your user's education is, the more effective it will be. For instance, instead of starting users off with a bunch of tool tips and videos, Grammarly guides them to fix a dummy page’s grammar.
• Don’t show your user every feature. Over-educating a new user will overwhelm them. Spread out learnings—and new feature introductions—to avoid info overload.
• Connect through personalization. In general, personalization reduces friction and time to activation. Some ways to increase learning during onboarding, and make it more personalized in the process: 1) For B2B, offer a one-on-one webinar or demo. 2) Try a “choose your own adventure” approach to onboarding, with users picking their path.

Image: IBM

Following these steps increases the chance that users will reach their "aha moment"—the moment they realize real value from your product. And they need to do that to stick around.

Some companies purposely make it hard for users to disengage from their products.

For instance, with autoplay turned on, YouTube and Netflix automatically show more content after the user’s video has finished. And publishers like BuzzFeed and Bustle use infinite scroll so that more content automatically populates as users move down their sites.

Companies do this to engage users for longer. But this kind of product experience may actually do more harm than good.

Why? Users feel trapped. Although they voluntarily continue to use your product, they may feel negative about it once they break away. They might even be more likely to perceive it as a mindless or addictive waste of time.

To avoid trapping users, consider building natural exit points into your product. That is, give users clear signals that a product experience has ended. Make it easy for them to leave.

A few examples:

• Instagram shows users a “You’re All Caught Up” message once they’ve seen all the posts in their feed from the last two days.
• The dating app Coffee Meets Bagel closes chatrooms after seven days—an exit point that encourages users to swap contact info with their matches or chat with new ones.
• Many mobile games show a post-game screen with options to return to the home screen or play again.

Exit points create a sense of completion and make it easier for users to leave with satisfaction. Users are less likely to feel bad about using your product for a prolonged amount of time.

Here are a few ideas for how to create exit points:

• Instead of enabling autoplay or infinite scroll, use “Next” or “Load More” buttons.
• Celebrate the end of a product experience by framing it as a big win. For instance, after completing a workout, a fitness app could show a message like “You crushed it—now it’s time to relax!”
• For a more transparent approach, show users how long they’ve been using your product and invite them to take a break. Example: ”You’ve watched 97 videos in the last hour. Want to rest your eyes for a bit?”

Unlike attention-trapping features that take advantage of users, exit points treat your customers more kindly and ethically. And since they help deliver a more satisfying experience, users may stick around for longer over time.

About pages are one of the most-visited, yet under-utilized pages on websites.

People who visit this page are often primed to take action because they're already interested in your business—they’re actively seeking to learn more.

To capitalize on this qualified traffic, consider adding an email signup form on your about page. Make sure the CTA and value you’re offering are consistent with the themes you talk about on the page.

For example:

• James Clear offers a free habit-building email course that nurtures new subscribers to buy his book, Atomic Habits.
• Perfect Keto invites visitors to join their keto newsletter and access subscriber-only discounts and resources.
• Exploding Topics asks their about page readers to subscribe to their newsletter where they share emerging trends every Tuesday.

This tactic might sound obvious, but look around. Most companies don’t take advantage of it.

There are a few “rules” to running experiments. Scientists should follow them, but marketers can break them sometimes.

Rule 1: Your hypothesis should test one discrete variable.

It should have one cause and one effect.

• Example of a one-variable hypothesis: If we build tailored landing pages for our audience segments, our unsubscribe rate will decrease.
• Example of a multi-variable hypothesis: If we build tailored landing pages for our audience segments and add personalization tags to our emails, our unsubscribe rate will decrease.

When to break it: Testing one variable, then another, then another isn’t always feasible in a fast-paced startup environment. You might need to break this rule to have fast impact instead of exact insights.

Do you want precise learnings? Follow the rule. Is it more important for you to move quickly and gauge cumulative impact? Break it.

Rule 2: Don’t peek at A/B test results early.

Early in an experiment, the likelihood of a false positive is high. If you peek early and see the result you want, you might be tempted to call the experiment too soon.

When to break it: Looking at your test results early gives you a chance to catch anything that’s critically broken. If you don’t, you could end up running a test for weeks, only to discover a bug that not only invalidated the test but even hurt company performance.

Plus, it’s extremely difficult to guess what your goal for a test’s outcome should be. For example, if your goal is a 5% conversion change but your test ends up producing a 15% effect, you’ll waste time if you let it run without looking at it.

So, although it’s not good science, we recommend breaking this rule.

First, do a spot-check one or two days after launching a test. Look for any critical issues, bugs, etc.

Then, if you’re running a longer test, look at it again at the halfway mark. But with one important rule in mind: If you’ve set a confidence level of 90%, then when you do your midway peek, only call the test if there’s a statistically significant result with a 98% confidence level or higher.

There’s still a chance that the effect you’ll see at the halfway peek is a false positive. But we’ve found that this method is more practical than the “don’t look at a test at all until it’s reached its target sample size” method that no one actually follows, and it provides some added protection against false positives.

When you’re deciding which TikTok creators to work with, we suggest narrowing your search to those who make quality content in a similar industry to yours—instead of basing your decision on the size of their following.

Why focus on lesser-known influencers? They give brands the most bang for their buck.

Influencers with large followings generally charge more—and engagement rates are often lower than those of smaller creators. But more crucially, TikTok users see nano- and micro-influencers as “people like me,” making viewers more likely to trust them and take action based on their recommendations.

With smaller influencers, you aren't riding on anyone's celebrity, only the quality of their performance.

Another benefit of lesser-known influencers: You can commission a higher volume of creatives to test in your campaigns. Since many of them are either early in their careers or striving to work as creators full time, they’ll work harder to deliver a result you’re happy with.

While other brands try to land deals with TikTok celebrities, focus on finding expert craftspeople who know how to engage an audience.

For more on TikTok, we’ve got a fresh, definitive playbook for you: How to Acquire Customers with TikTok Ads. In it, we cover how to make A+ ad creatives, source content creators, structure your ad account, and launch your first campaign.

We spent months interviewing top TikTok ads experts to make sure it’s the most credible, in-depth resource on TikTok acquisition. Dive in here.

“Buy X, get Y free” promotions reliably increase sales conversions.

However, you’ll drive even more conversions by framing a customer’s target product as the free gift, instead of the other way around.

For example, if a customer searches for “fitness tracker” on your website, show them the offer “Buy a weighing scale and get a fitness tracker free,” rather than “Buy a fitness tracker and get a weighing scale free.”

Why it works:

• People don’t expect to see a product they actually want as the free gift.
• This makes them feel lucky—the promotion seems more attractive.
• And the novelty of the offer makes them more likely to buy.

Steps to implement:

1. Choose a target product (the free gift). This can be something your customers commonly search for or a known best-seller.
2. Choose a secondary item (the main product) of equal or similar value. If one product is significantly more expensive than the other (e.g., buy a printer, get a free laptop), people will either question the quality or think it’s a scam and refuse the offer.
3. Enhance the effect with messaging that makes customers feel lucky (e.g., “It’s your lucky day!”)

Should you offer a freemium plan or free trial?

It’s a tough call for many SaaS businesses. Here are the pros and cons.

Pros of freemium/free trials:

• They’re product-led growth tactics for customer acquisition. They can reduce signup friction and get users to experience your product’s job-to-be-done faster.
• They provide an opportunity to hook prospects by delivering value before any money changes hands. When done right, by the time the user starts paying, they 1) understand how the product solves their problem, and 2) have developed a habit around product use.
• By analyzing data from thousands of SaaS and subscription companies, the ProfitWell team found that freemium cuts customer acquisition cost (CAC) by nearly half, and free trials had 15% lower CAC.
• The ProfitWell team also found an almost 20% improvement in net retention and a twice-as-good Net Promoter Score (NPS) for freemium vs. non-free.

Cons:

• Freemium and free trials are tough to get right. Unless you understand exactly what to charge for and how customers value your product, you run the risk of giving away either too much or not enough value in your product’s free version. It takes a lot of data to know how to strike the right balance.
• Those promising stats from ProfitWell notwithstanding, there is the potential for freemium/free trials to result in an increase in CAC and a drop in retention. If you decide to offer freemium or a free trial, make sure it works with your CAC and average revenue per user (ARPU) and provides a clear conversion path.

There are a few indicators that freemium/free trial could be a fit for your business. As you implement or refine your pricing strategy, consider:

• Low product friction: Your product is easy to get started in and experience value from.
• Product stickiness: The value of your product increases the longer someone uses it, making them less likely to leave for a competitor—and giving you more time to convert them to paid.
• Network effects: Your product’s value increases as more people use it. Both stickiness and network effects help maximize user retention. And the longer someone is retained, the more likely they are to upgrade eventually.
• Product virality: Your product has pull virality and word-of-mouth potential.
• Self-service: You don’t need to put many resources toward supporting self-service users. They can experience product value without extensive training or support.
• Market competition: You’re offering an alternative to a well-entrenched competitor or introducing a totally new concept. Both might benefit from a freebie nudge.
• Market size: Your product would be able to convert enough people to make the economics work. Which means either a bigger market or a higher conversion rate.

91% of B2B buyers rank webinars as their favorite content format.

But webinars have grown stale over the last several years. The problem isn't the format—it's that marketers have allowed the medium to become boring.

Try these tactics before, during, and after your webinar to get more out of the event:

Before: If partnering with guest speakers, create a joint promotion plan that leverages their network to increase attendance.

• Don't make it a one-off event. For greater impact and longevity, cover the topic from different angles over the course of a series. People who show up to multiple events become prime SQLs.
• Ask your audience to help define the agenda. Instead of assuming you know what your audience wants, survey them to find out what topics they're most interested in. Curate your webinar sessions accordingly.

During: Choose a personable moderator. Someone who can comfortably manage the ebb and flow of the conversation and get the audience involved.

• Turn your speech into a discussion. Use live giveaways, Q&A, and breakout groups to turn passive listening into active participation.
• Take advantage of the chat feature. Webinar chats panels either feel like ghost towns or they’re filled with sales pitches. Task a colleague with acting as the host—have them engage in discussions, ask and answer questions, and get feedback in real-time.

After: Follow up. Include a link to the webinar recording, thank them for their attendance, and encourage sharing (a one-click tweet works well).

• Repurpose and distribute: Repurpose the webinar into assets for your marketing channels to drive traffic back to the original (i.e., blog post, Twitter thread, podcast, YouTube clips, LinkedIn post, etc.).
• Consider avoiding the word "webinar" in your promotion. It's boring. Masterclass, Seminar, or Expert Talk are better alternatives.

Webinars should feel more like live courses than product demos. Keep tabs on how top internet creators are building live courses. They usually nail “edutainment”—the sweet spot between entertainment and education that leads to high engagement and high perceived value.

Shoppers don’t perceive prices or buy rationally.

Because of this, seemingly minor pricing tactics can have an outsized impact on conversion.

Take a look at this example:

The product on the right should convert better than the one on the left.

Why? Simple pricing tactics proven through behavioral psychology studies:

1. Use a smaller font for the reduced price. It makes the item feel less expensive compared to the original price.
2. Place the prices horizontally, not one on top of the other. And show the higher price on the left and the lower price on the right. Since we read left to right, this helps shoppers understand the price reduction.
3. Choose prices so that the sales price's right-most digit is lower than regular price's right-most digit. For example, £295 should be reduced to £250, not £249. Because shoppers read numbers to themselves, the lower right-most number makes the whole reduced price seem lower.
4. Separate the two prices physically by a distance—don’t include them right next to each other. This separation helps shoppers internalize the difference between the two prices.

While creating pricing pages and ads, consider testing these tactics to see if they increase conversion.

Keyword optimization helps people discover your app in the App Store. Screenshot optimization entices them to download it.

Last December, Apple launched a new A/B testing feature for mobile apps. If you sell an app that’s already getting decent traffic from search, consider A/B testing your screenshots' messaging, sequence, and design to increase download conversion rate.

1. First, log in to your App Store Connect account. Navigate to My Apps > Product Page Optimizations and click the "+" in the header.
2. Give your test a name and choose the number of variants to test (Apple calls them "treatments").
3. Select how much traffic each treatment will get. For a true A/B test, we recommend splitting traffic 50/50.
4. Click Create Test and upload your screenshots. Click Start Test to launch.

Let your test run for one to four weeks; until it reaches 90% Confidence (statistical significance).

• Once you have data back, compare conversion rates from impression to download.
• When you can determine a clear winner, end the test and choose the top-performing treatment.

Some successful Amazon advertisers get about 60-70% of their sales from organic traffic, with the rest coming from pay-per-click (PPC) ads. Even if you have a great Amazon ad profile, it pays to spend time improving your products’ organic rankings in Amazon’s search results.

Amazon SEO ranking uses the same two factors as Amazon PPC ad ranking: performance and relevance.

Performance:

• Amazon wants to know that your product is buyable. If your conversion rate is solid, your organic rankings will prosper. Besides an optimized PPC program, other elements that improve conversion include strong product imagery and good reviews.
• Pricing and inventory factor into performance too. You’ll lose out to competitors if your product is priced too high or your stock runs out.

Relevance:

• You’ll rank more highly for a search term if your product page proves you’re relevant to it. If you’re running PPC ads, use the keyword insights you get out of them to optimize your product pages.
• Tactically place high-converting keywords from your campaigns on your product page. Add them to your product title (including your brand name), product description, and image metadata. Another element that will help with relevance is the search term field (Seller Central > Inventory > Edit Product > Keywords). Use up all 250 characters with a string of keywords that differ from those in your title.

Most brands source their influencer content like this:

1. Reach out to a bunch of different types of influencers.
2. Send them some products.
3. See what comes back.

But that quantity-over-quality approach rarely works out—the resulting videos don't capture what the brand needs.

The best TikTok creators know how to make engaging video content, but they need direction to promote your products well. That's where a creative brief comes in.

A creative brief is a set of instructions that helps you maintain quality control and minimize costly reshoots. Here’s what we recommend including in a TikTok brief:

1. Specify deliverables: Define your advertising goal, and specify the number of videos you want. We suggest asking for 5-10 different openers per video so you’ll have plenty of hooks to test.

2. List talking points (value props): Tell creators how to talk about your product. The best way to do this is by listing your value props.

3. Storyboard: A storyboard is a graphic representation of how you want your ad to go, shot-by-shot. Answer these questions to map out a linear, product-focused storyboard:

• Situation: When and where is your product used? Who is it supposed to help?
• Problem: What problem(s) does your product solve?
• Process: How does your product work? What does it do?
• Solution: What results can the customer expect? How does the product improve their life?

4. Set content guidelines: List any do's and don'ts you have around language, phrasing, competitor mentions, or buzzwords related to your brand.

• Make sure the creator knows how to use your product correctly so they look comfortable with it on camera.
• If the creator is responsible for editing, provide direction on text overlays, video effects, and other post-production details.

5. Share examples: Browse TikTok's Ad Library (open link in new tab) and include links to a few of your favorite ad examples. Note specific shots, visual effects, or content types you want to recreate (e.g., unboxing, TikTok made me buy it, X reasons why).

You’re hiring quality creators because they’re great at engaging their audiences. Your brief sets the guardrails so that creators understand and pitch your product in the best way possible.

Most business experiments—around 90%—result in so-called failure.

Example: an A/B test in which the status quo ends up being the winner.

But those results are just as important as “successes.” They support startup growth by providing insights into:

• Why the experiment variant “failed”
• What you can learn for your next experiments
• How risky your experiments are. Too many small wins may mean you're not focusing on the most high-leverage opportunities.

Instead of defining “failure” and “success” based on test results, here are the definitions we recommend.

Failure: the act of creating 1. an undisciplined test, like one with an untestable hypothesis 2. a test with low impact on your business, or 3. a test your team won't learn from

Success: the act of developing, launching, and learning from a rigorous test with the potential for high business impact

Basically, a sloppy test is a fail. An inconsequential test is a fail. A well-designed test is a win. And any test that gives you useful new information is a win.

So go ahead and “fail.” Encourage your team to do the same. Disproven hypotheses are part of a healthy growth culture.

Here's an underrated SEO technique that can improve click-through rate: schema markup.

Schema markups (also known as structured data) are snippets of code that, when added to your pages, help Google represent your content in search results.

Image: Hubspot

For certain search types, adding schema can get you more clicks. By giving visitors more insight into your content, it can encourage them to click on your site vs. other search results.

For example, someone shopping for a specific product might click on the result that’s labeled “in stock” based on product schema.

Besides product schema, here are three other types worth adding to your pages:

• FAQ: Consider adding this markup to your actual FAQ page, plus your product and service pages. You’ll be able to address objections right on the results page.
• Ratings and reviews: Use this schema as social proof. A search result with strong ratings and reviews is more enticing than one without.
• Video: Since this schema enables a video thumbnail in SERPs, your content gets a visual element that text-only search results lack.

You can find more details about each type of schema on schema.org.

To create your schema markup, use Google’s Structured Data Markup Helper or another free online generator like TechnicalSEO.com. These tools walk you through the markup process and then provide a code to be added to a specific page’s HTML code.

People tend to value items more when they own them.

That’s the endowment effect—the psychological phenomenon behind why someone is more likely to buy a car after taking it for a test drive. When we feel like something is already ours, we place a higher value on it.

Here are a few ways you can use the endowment effect to convert warm prospects into paying customers.

Reframe promos. Instead of standard promos (and free giveaways), frame them as if they already belong to users.

• Example: “Get a 20% discount on camping gear” → “Claim your 20% off new camping gear”
• Livongo, a health management company, replaced the generic copy “Join the program” in its email marketing with “Claim your welcome kit” and drove a 120% increase in registration.

Adjust cart abandonment copy. Consider using the endowment effect in cart abandonment emails. Use language like “your [product] can’t wait to come home” to help shoppers feel as though they already own the items in their carts.

Create interactive content. Help users visualize products as theirs by adding an interactive component to your site, app, or socials.

• For example, IKEA’s Place app lets people see how furniture fits in their home, endowing them as owners.
• You can do something similar by creating custom Snapchat or Instagram filters with your products, like filters for trying on sunglasses or makeup.

Try this copywriting framework to create more compelling product descriptions:

1. List all of the product’s features.
2. For each feature, explain its benefit(s).
3. For each benefit, explain its value. In other words, translate each benefit into its real-life implications—state why customers should care about it. For extra punch, inject emotionally appealing language at this step.

Here’s an example of this framework applied to a reusable water bottle.

Feature → Benefit → Value

• Wide bottle mouth → Faster refills → You can spend less time standing at a water dispenser—and more time running, hiking, etc.
• Straw lid → Easy sipping → Since you don’t have to twist off a bottle lid, you can drink with just one hand—perfect when you’re on the road.
• Double-wall vacuum insulation → Protects liquid's temperature for hours → You can be refreshed for any adventure with your drink either as cold or hot as you’d like.

Some companies make customers jump through hoops to cancel their subscriptions.

Instead of offering easy, online cancellation, they force customers to cancel by phone during business hours. Or if they do offer an online cancellation option, they make it difficult to find.

But these tactics are unethical and, in some cases, can even lead to legal action from the Federal Trade Commission (FTC).

You should make it easy and straightforward for customers to cancel your service. Remove the friction.

Customers aren’t necessarily lost forever when they cancel. Some might return at a later time. Others might reconsider and decide to stay. Whatever the case, a smooth offboarding flow should accomplish two things:

• Allow customers to leave, easily, on a positive note.
• Without adding friction to the cancellation process, entice users to stick around.

Here are five tips for creating a smoother offboarding experience:

• Make cancellation as easy as the method used to buy or sign up. If customers can sign up easily online, they should also be able to cancel easily online. Simple as that.
• Remind users of your product’s key benefits. Consider how Canva (left) reiterates the features users will miss out on by canceling—it even shows an example image comparing its free and pro plans. This is more likely to persuade users to stay than Otter.ai’s approach (right).

• Give users an option to pause their subscription or skip a month. Sometimes the reason customers want to leave is a matter of timing, or something else outside of your control. By offering the ability to pause or temporarily deactivate their accounts, you can stop customers from leaving altogether. And if you note that you’ll save their data, there’s a better chance they’ll return later on.

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• Include a “salvage” offer to retain customers. If you sell a subscription, offer a discount to renew customers’ contracts. Or, depending on your product, offer users an extension of their trial (e.g., for another 60 days) or the ability to swap out a product for another one. Just be sure to present your salvage offer alongside your cancellation option—you don’t want customers to feel cornered.
• Make it easy to identify the cause of cancellation. Set up a quick, one-question survey with options like “Too expensive,” “Technical issues,” or “Switching to another product.” Include an optional field where users can add any comments. Don’t ask for a phone call to collect feedback—it can feel like a burden and further sour unhappy customer experiences.

Referrals are like adding fuel to your existing word of mouth (WOM) fire. They encourage WOM by offering an incentive for recommending your business to others.

While you’re investing in building a referral program, do some research to see if people who are already referring you organically want to do so formally.

Two ways to find organic referrals: 1) Check your site analytics, and 2) dig into your social media.

1. Site analytics

Check which sites are referring significant traffic to yours. In Google Analytics, navigate to the Acquisition tab > All Traffic > Source/Medium.

If a source in your list is reputable and speaks fondly of your product, reach out to them. See if you can form a relationship and test a formal referral program.

Set up goal tracking in Google Analytics to measure the number of new users who visit your site from a referral source. Use that as a source of truth when negotiating compensation or other forms of incentives with partner websites.

2. Social media

To find out how customers are talking about your business organically, do some social listening.

• On Twitter: In the advanced search window, type your product and business’s name in brackets in the “any of these words” section. This will show you all the public tweets that mention your business or product name. You can also use Tweetdeck to track mentions. Engage with high-quality posters. See if they’re willing to join your formal referral program.
• On LinkedIn: In the search bar, type the name of your business. Then click Posts > Date Posted. Set the time frame to “past month.” Click Show Results > Sort By > Latest > Show Results. You now have a filtered list of all the posts from the last month that mentioned your business. Search the results for any that speak highly of your brand. Reach out to see if they’d be willing to join your program.

For more on referrals, check out our process for launching a program here.

When users start struggling with a service or an app, they often get discouraged and stop using it entirely.

People don’t tend to continue using things they feel bad at.

For example, a user might stop playing a game if they’re stuck on a single level for many days.

But this struggle is a great opportunity to use personalization to retain users.

By providing personalized support—helpful tips, links to resources, or, in some cases, discounts on helpful upgrades—you can retain users who otherwise churn out of frustration.

You can automate this tactic based on event triggers specific to your service or app. A few examples:

• Mobile games: number of games / levels failed
• Dating apps: number of matches per user
• Educational apps / services: number of failed quizzes

Here’s how this personalization might play out:

The dating app Tinder could calculate the number of matches each user receives and then compare it against the average number of matches across all users. Then it could identify users receiving a relatively low number of matches and deliver personalized content like tips on how to improve their profile. Alternatively, it could offer a discount on an upgrade or special feature that could solve the frustration.

Providing support to struggling users ultimately motivates them to stay.

Most list posts (listicles) are utilitarian, boring, and easily copied by rivals.

They have titles like:

• The Top 10 DSLR Cameras
• The 5 Best CRM Products
• The Complete List of SEO Tools
• And so on

These types of posts may generate a ton of pageviews—but they rarely generate revenue (a common goal of listicles).

You can transform your listicles from generic, copycat content into unique, defensible, revenue-generating assets in five steps. Here's how.

1. Choose novel selection criteria. Most listicles are “Google research papers.” The writer searches a target keyword, skims the search engine results page (SERP), and grabs an assortment of popular things to include in their article. This isn’t effective since you’re recycling the same information as everyone else.

To differentiate your listicle and pique the reader's interest, you need a strong hook.

• Ditch the "best" qualifier and try something less common (e.g., Overlooked / Foundational / Overrated…)
• Target a specific reader or use case (e.g., X for Content Marketers / CMOs / Ad Specialists…)
• Pick a specific product trait (e.g., X Overlooked Browser-Based / Freemium / No Code…)

2. Surface your thought process. Even though you’re curating objective information, your writing still needs to persuade. You are the expert and your job is to persuade the reader that your list is worth trusting. To do that, share your thought process and selection criteria (why you chose what you chose).

• Why did you include it? "It's the most recommended…" or "It's the lowest-priced…"
• Why not other options? "We excluded apps that don't offer a free trial…"
• Is there something novel or unexpected about it? "Though not a conventional SEO tool, this AI content app offers the same keyword research data at a lower price."

3. Share personal experience to demonstrate credibility. Readers can tell when a writer doesn’t have firsthand experience. So even if your articles rank for their target keywords, readers won't trust your advice. If you want your listicles to convert readers, you need to prove to them that you have firsthand experience with the things you're writing about. Here are a few ways to do that.

• Take screenshots of software you're reviewing (any part that can't be accessed without logging in).
• Take your own product photos—even better if you include yourself in the photos.
• Share personal anecdotes about your experience that only a real user could have.

4. Lean on the experiences of others. If you can't experience the product or service firsthand, base your listicle on the experience of people who have. That means surveying and quoting audiences and synthesizing firsthand experiences from users.

• If you have access to a large audience (i.e., email list or social media following), survey them and share your research in the listicle.
• If you don't, interview a subject matter expert and share their insights to lend credibility to your list.

5. Make a single, opinionated recommendation. Listicles are meant to help readers make a decision. Most listicles are good at collecting things but usually go overboard with too many choices. This only makes it harder for the reader. Great listicles go out on a limb and make a strong recommendation. And readers trust it because it was written based on firsthand experience and clear selection criteria.

• For example, the product review site, Wirecutter, reviewed over 250 wine glasses and still managed to come up with a single final recommendation for its readership.

Can you guess which of these two headlines did better than the other?

• 2 reasons why the price of silver will rise steeply
• 2 reasons why the price of silver may rise steeply

You might expect the first to perform better because it’s bolder. It makes a definitive claim: the price of silver will rise.

But according to copywriter Gary Bencivenga, the headline that used “may” outperformed its counterpart by 200%.

Why?

The one-word difference qualifies the rest of the statement—it’s a condition telling readers that the claim being made isn’t 100% certain. So it feels more realistic. Even credible.

Here are some examples of how companies use conditional claims to build more trust:

• "A/B testing can transform your business—if you do it right” (headline on VentureBeat)
• “Zoom is probably the most well-received collaboration tool that we’ve seen...in 20 years.” (the first testimonial shown on Zoom’s homepage)
• “When it’s time to get granular regarding competitor traffic stats, the Top Pages report in Traffic Analytics is hard to beat.” (an announcement from Semrush)

Note the italicized phrases that create a condition—they ground the claims and make them feel more believable—they’re not absolute statements.

To build more trust with readers, try using* conditional claims in your own copywriting.

One easy way to do it: use an “if... then” statement. Define a clear requirement (if), and then write your promise (then).

*See what we did there? In most of our tactics and recommendations, we use conditional language—we can’t say with 100% certainty that growth will follow.

Repeat customers spend ~67% more than first-time buyers. And it costs 6-7x more to turn a new visitor into a customer than it does to retain an existing customer.

Improving retention can fix a leaky-bucket business, yet only 18% of companies focus on it.

To increase profitability and lower marketing costs, consider implementing the following four retention strategies.

1. Start a loyalty program. Loyalty programs incentivize customers to return to your site to buy, reengage with your product, and promote your product on your behalf.

Tools like Loyalty Lion or Smile.io can get you started.

Here are a few loyalty models to explore:

• Free newsletters: Encourage sharing in exchange for premium content or shoutouts.
• Paid newsletters: Reward your top advocates with comped subscriptions.
• B2B: Offer training, tools, and invitations to members-only events.
• Ecommerce: Create a tiered membership program that rewards customers with points, perks, or discounts. For example, Sephora's Beauty Insider has over 25 million members, and those members account for ~80% of Sephora's annual sales.

2. Collect feedback throughout the sales process. When implemented, customer feedback can help lower CAC, improve your marketing's effectiveness, and improve retention.

How to implement:

• Collect feedback from on-site forms, social media, email and post-purchase surveys, and heatmaps.
• Look for repeat questions and complaints about your product or website, as well as requests for new features and products. Apply the most common feedback.

3. Follow an omnichannel engagement strategy. Compared to single-channel marketing, an omnichannel approach can improve retention rates and engagement by 90%.

Quality engagement always starts with quality content. Here are a few ways to encourage omnichannel engagement via content and community:

• Reply to social media and blog comments.
• Host special events (webinars, workshops, AMAs, interviews).
• Start and maintain a well-organized Slack or Discord channel.
• Personalize email as much as possible.
• Involve your audience in content creation (crowdsourcing).

4. Provide exceptional customer support. Anticipate all the different ways someone might need support (see point #2), and implement as many as make sense for your business.

• Add a prominent live chat to your website that shows when your team is available and ready for questions.
• Create a well-organized knowledge database that lets customers search for answers themselves.
• Create and moderate a community forum that allows users to help each other.
• Write comprehensive blog posts addressing common issues and questions.
• Create video tutorials or educational courses about your product or service.

Keep track of what you learn, and make gradual changes that address your target audience's goals, pain points, and interests. Accomplish that, and you'll have no problem boosting your retention rate.

Check out this Patagonia ad:

(Image source: @dailyadcoffee)

Copywriter Jon Morrow defines power words as “persuasive, descriptive words that trigger a positive or negative emotional response. They can make us feel scared, encouraged, aroused, angry, greedy, safe, or curious.”

If you “sprinkle in a few, … you can transform dull, lifeless words into persuasive words that compel readers to take action.”

What’s remarkable about this ad from Patagonia isn’t that it uses power words. All great copywriting does.

The remarkable thing about it is that those power words tap into different emotions depending on the order you read them in.

Reading from top down, they cause anger and fear: screwed, it’s too late, we don’t trust anyone, we don’t have a choice.

From the bottom up, the emphasis changes entirely, to hope and encouragement: choice, livable, imagine, healthy future.

Brilliant.

The poem is followed by that kicker of a tagline: “Buy Less, Demand More.” That’s shocking from a retailer—and extremely affecting.

The takeaway? Appeal to your readers’ emotions. We tend to think of decision making as being connected to the rational part of our brain, but the opposite is true. Decision making is emotional.

Feelings dictate decisions. Emotional responses are why we share things that go viral, why we donate to causes, and why we buy what we buy (or don’t buy what we don’t need, in the case of Patagonia).

Refer back to Morrow’s list as you write your copy. Consider how your writing instills fear, encouragement, arousal, anger, greed, safety, or curiosity. If, instead of triggering a high-arousal emotion, it makes you feel merely content, a little bit sad, or just kind of bored, it’s time for a rewrite.

That Patagonia ad is one in a collection of the strongest copywriting examples we’ve come across. You can check out the full article here.

Referral programs have three phases of maturity. Understanding yours will help you maximize your referrals ROI.

• Phase 1: Test—when your referral program is starting out
• Phase 2: Prove—when you’re optimizing it
• Phase 3: Scale—when you’re growing and streamlining it

Phase 1: Test. The point of this phase is to test your referral program incentive as quickly and cheaply as possible. Iteration is the action, profitability is the goal.

Here’s what this phase might look like:

• Find your top 10-20% most engaged customers. Run a pilot with them by sending them individualized emails describing your referral program.
• Fulfill the incentives manually. Engage with new prospects 1:1 and learn from them.
• Refine your messaging, incentive, and process over time.

Spend time on this phase. Early-stage referral programs are not yet “set it and forget it.” Just like any other marketing channel, they must be actively monitored and improved before you start scaling up.

Test, then invest.

Phase 2: Prove. Once you find an incentive that converts and messaging that resonates, start removing friction from the process.

• Optimize the experience to make it as few clicks as possible (for the customer first, then the prospect, then your internal team). Start using low-cost automations for repetitive tasks.
• Continue to refine your messaging and learn from your new customers.

Phase 3: Scale. When your referral program is predictably generating prospects—and the economics still make sense—it’s time to invest in referral program software, like Rewardful, GrowSurf, or Referral Rock.

Create feedback loops so your referrers know their efforts are paying off. Even if their sharing doesn't yield a referral, seeing that their friend clicked and viewed is still encouraging (and might spur another referral).

Keep an eye on your economics to make sure customer acquisition cost (CAC) is comparable to your other acquisition channels. Monitor the quality of your prospects to keep out any fraudulent gaming of the program.

How much should you charge, and how should you charge (e.g., subscription, usage-based, flat rate)?

When establishing your business model and answering those questions, be sure to factor in friction.

Your product’s friction should align with your model’s friction. A low-friction product should have a low-friction business model. A high-friction product should typically have a higher-friction business model.

• A low-friction product is easy to use to accomplish a product’s job-to-be-done. It’s easy to get started in and stick with. Examples: TikTok, Gmail. Those have low model friction, too—they’re free. Free trials, freemium, or just plain free often align with simple products.
• A high-friction product has a more complex onboarding and use process. Experiencing full product value and forming a product habit take longer. Examples: Salesforce, Palantir. They have high model friction, too, such as higher pricing, add-ons, and variable pricing.

When product and model friction don’t align, there’s a risk that your product’s value won’t get realized, your unit economics (CAC and ARPU) won’t work, and growth potential will be stymied.

• Low product friction and high model friction: Not competitive. You’ll lose out to competitors who make it easier to pay or offer a more affordable solution. Because of the pricing barriers to entry, you’ll limit the number of users who experience your product’s job-to-be-done—and limit growth. Hypothetical example: if Instagram were to start charging a monthly fee.
• High product friction and low model friction: If you have a highly complex product, it probably can’t be learned during a free trial or freemium use. Users wouldn’t get the maximum value from your product. If you were to offer onboarding services to help free trialers get the most out of your product, your CAC would go up and could become unsustainable.

Because of the importance of aligning product and model friction, successful low-ARPU products tend to be low-friction (like social media apps), and successful high-ARPU products tend to be high-friction (like enterprise B2B SaaS).

Good creative is the biggest driver of ad success in a post-iOS 14 world.

Your ads need to resonate with your audience. No amount of sophisticated targeting or optimization tweaks will save your campaigns—that's what makes creative testing so crucial.

Here’s a look at Thesis’ creative testing methodology. Consider using it to find learnings faster and protect your core campaigns from creative flops.

Step 1. Use a simplified account structure. Three campaigns, 3-4 ad sets per campaign, with 3-6 live ads in each. The campaigns:

• Campaign 1: Creative testing. Isolate creative testing into a separate campaign to ensure live tests won't impact your core campaign performance. This also allows you to force spend to drive faster learnings and curb creative fatigue.
• Campaign 2: Prospecting. Move winners from your creative testing campaign into a separate prospecting campaign. This campaign contains only your best-performing ads.
• Campaign 3: Retargeting. Again, move winners from your testing campaign into a separate retargeting campaign. You can test the prospecting creative as is, only changing the specific offer or discount for your retargeting promotions.

Step 1a. Allocate ~20% of your budget to creative testing. Use your CPA target and this formula to calculate (approximate) starting daily spend:

• First, calculate your weekly budget by multiplying your target CPA by 50 (minimum weekly conversion threshold needed to exit the learning phase).
• Then, divide your calculated weekly budget by 7 to arrive at your daily budget.
• Here's a hypothetical example using a $35 CPA:
• $35 x 50 = $1750
• $1750 / 7 day = $250 daily budget

Step 2. Set up a creative test. Use broad targeting—it's the most scalable (and often the cheapest). Each creative concept gets its own separate ad set containing up to six variants.

Only test elements of the ad unit itself (e.g., ad formats, new images or videos, thumbnails, copy, or CTAs). Here's an example of a net-new video test:

• Create a new ad set for your video test.
• Choose one element to test. If the video is untested, start by testing different hooks or altering the first three seconds of footage.
• Launch test.

Step 3. Run creative tests for at least three days, then make a call. After about three days of running a new test, you'll typically run into one of the following scenarios:

• Results are excellent: CPA is lower than average. At least 1-2 variants show signs of traction. Start scaling spend by ~20% every three days directly in the creative testing campaign. If you have the budget, you can increase spend by 50%-100% to drive learnings even faster.
• Duplicate the winning ad into your core prospecting and retargeting campaigns.
• Results are average: Only a few purchases are generated, falling within 10%-20% of your CPA targets. Start optimizing at the ad level and turn off worst performers to give other ads more spend.
• If an ad reaches 2X your average CPA without a purchase, turn it off.
• If no winners are found in the test after 5-7 days, turn off the ad set.
• Results are bad: CPAs are high (2X normal or greater) across the board, engagement rate is poor, and there are little to no purchases generated from the new creative test.
• Follow the same optimization process from the previous bullet point.

Don’t turn off any ad set that's performing well during your creative tests. Keep it running in your testing campaign as long as results remain strong.

If you have an ecommerce site, best practice is to keep your menu (navbar) as simple as possible.

That’s not to say that every ecommerce brand should remove its informational pages—e.g., blog, About Us, FAQ—from their menu. For some, those links will help conversion, not hinder it.

A general rule of thumb for you to consider:

• If your brand has a relatively low average order value and you’re not selling a complex, ultra-specialized, or mission-driven product, move your informational pages and blog out of your menu and into your footer.
• For higher-priced, sophisticated, or story-oriented products, content marketing and info pages could increase conversion. These can factor into the consideration, intent, and evaluation stages of a buyer’s journey. Your navbar might be a good place for them.

Examples: Allbirds has a page about sustainability in its navbar. That's a core value that many shoppers will connect with and support. Judy puts FAQs in its navbar, since the decision to buy a disaster prep kit brings a lot of questions with it. On the other hand, the navbars for Nomatic and Clevertify focus on their relatively straightforward products (backpacks and baby clothes).

This boils down to a simple question to ask about any page: Will it help prospects convert or distract them from converting?

When it’s done right, cold email is one of the highest ROI activities for growing your business. In fact, good cold emails get response rates between 2% and 10%—and even better ones get rates above 40%.

Here's the framework we use to write emails of the latter caliber:

• Opening line: Your first sentence must grab attention. Since it also appears as your email’s preview text in the inbox, your goal is to intrigue readers enough to open your email. We recommend personalizing this line so it doesn’t read like the other poorly written cold emails people get in their inboxes.
  
• Context: Why you’re reaching out. For instance, because you noticed that the recipient is using a particular tool and might have a certain pain point. The more specific, the better. This is also a good place for a quick intro.
  
• Value proposition: How you offer value. Don’t be salesy. Focus on describing your product’s benefits rather than its specific features. If true, highlight the fact that your product genuinely solves a problem for your recipient better than an alternative they’re already using.
  
• Wrap-up: One clear call to action. If this is your first email, ask for someone’s interest instead of their time. “Think we might be a good fit?" works better than “Let’s book a call” since replying “yes” is lower friction than immediately booking a call with a stranger.

Note that it’s not enough to just write one email in hopes of reaching your target audience. Write multiple—test different opening lines, value props, etc. Create different versions to experiment with.

For inspiration, take a look at this cold email that uses this exact formula:

Read more about sending better cold emails here.

In a survey of ~600 SaaS companies, nearly half (45%) had usage-based pricing in 2021— that’s up from 27% in 2018.

What is usage-based pricing? It’s charging for customers’ use of or transactions with your product. The more they use it, the more they pay.

Examples:

• SendGrid users pay for emails/month.
• HubSpot users pay for marketing contacts.
• Wistia users pay for videos or podcast episodes.

Usage-based pricing is generally considered the SaaS gold standard. When you align your pricing with product value, users stick around. They came to your product because of the value it offers, and they’ll stay if they’re paying for what they’re getting out of it.

If usage-based pricing is right for your business, the first step is to figure out what you’d charge for—what your value metric should be (like “marketing contacts” for HubSpot). Here’s an abbreviated version of a framework for that process:

1. Define your job-to-be-done: what it is your customers “hire” your product/service to do. Example for a language-learning app: “self-paced language learning.”
2. Convert your JTBD into proxies. Examples for the language-learning app: courses taken, live classes scheduled, test score improvement.
3. Answer these questions for each proxy: Does it align with customers’ needs? Is it scalable? Is it clear? Does it make sense as a way to acquire and retain customers? Do price and value scale proportionately?
4. If any of your proxies have all “yes” responses to the above questions, include them in a customer survey. Use max-differential sets to find the right feature for your value metric. These force respondents to pick the most and least important item from a list, helping to identify what your audience truly values (and they’re available in survey platforms like SurveyKing).

We get much more in-depth with this framework in our Growth Program’s pricing module, where we also help you determine whether usage-based pricing is right for your startup. But these four steps provide an overview of the customer-first approach you should take with usage-based pricing.

Product seeding is the act of sending your product to influencers so they'll promote it to their audiences—organically. Some call it gifting.

Most brands approach seeding by immediately pushing contracts or content obligations on influencers.

We advise taking a more hands-off approach instead. That is, identify relevant influencers that align with your brand. Send out your product and make it clear there are no strings attached. Then see which influencers create content about your product without being asked. Use a tool like Archive or MightyScout to track influencer stories and posts that mention your brand.

Product seeding has three major benefits:

1. It has a higher potential ROI than traditional influencer marketing, which often requires a large upfront investment. Though product seeding means giving away your product for free, organic exposure from just one influencer can quickly offset this cost.
   
2. It identifies influencers who genuinely love your product—creating the perfect foundation for an effective, long-term, and mutually beneficial relationship. Example: After the Rowing Blazers team got word that Pete Davidson was wearing their apparel, they reached out for a collab—and got a very enthusiastic response.
   
3. You can easily repurpose this user-generated content for other channels, like ads. This is where serious growth comes in. You can get loads of high-quality, influencer-generated content, for free, from genuine product adopters. Taylor Lagace scaled Animal House Fitness from 0 to $1M in 4 months by using this seeding and ad approach.

We’d recommend seeding micro-influencers (those with under 50k followers). Big-time influencers who create for a living expect to get paid for their work upfront, whereas smaller influencers might appreciate the free product. For more insights on influencers, check out our creator marketing playbook.

There are two main signals Google’s algorithm looks at to rank your pages:

• The types of sites linking to you: What are they? And how big, relevant, and authoritative are they? These are backlinks.
• Your internal link structure: How are you linking pages together? Does your link structure enable productive link flow?

Most marketers over-fixate on backlinks, when they should be paying more attention to internal link structure.

Think of your website as an electrical circuit:

• Backlinks supply energy to the circuit in the form of electrical current (link flow).
• Each page functions as a component of the circuit board.
• Unless each component is calibrated and strung together just right, electrical current won't flow, and the circuit won't function.

To get the most benefit from backlinks, link up your pages in a way that distributes link flow productively throughout your website.

Here are two ways to do it:

• Distribute link flow to high–search value pages. Every internal link you create sends a signal to Google that you think that page is important.
• Your “About us” page may be valuable to you and your site visitors, but if that page has no search value, you’re sending Google the wrong message by linking to it internally.
• As a rule of thumb, remove these links where possible, especially if they’re repeated often. Then prioritize creating links to key pages that are better optimized for search. Think: valuable blog posts and pages that are designed to convert.
• Avoid linking to weak or duplicate content.
• Duplicate content tells search engines that your site has poor content quality. Linking to these pages only adds insult to injury. Apart from your header and footer, make sure your pages share less than ~50% of the same words.
• Pages that are considered “weak” in Google’s eyes typically have low word counts and little information. Think: all the short, half-hearted blog posts of the internet—abundant in quantity, but never quality. To make your link flow more productive, avoid linking to these pages (better yet, avoid having them altogether).

After The Hustle published an article about Hint Water, the flavored water company saw their CPC drop from ~$5 to < 10¢. Their cost to acquire customers dropped from $80 to $25.

(Source: Nik Sharma during our Growth Summit. That’s an unlisted video, just for DC readers.)

We view PR as an “unscalable channel.” It can help you get traction, but growth won’t compound as you put more resources behind it.

But that doesn’t mean a single media hit can’t cause growth to skyrocket. Think of it as performance PR: using media to earn revenue.

Here are three ways to increase your chances of getting viral PR:

1. Run social media ads to your target demographic within a specific location: where editors who cover your industry are. Then reach out to those editors. People view the things they’re familiar with as better. Editors are more likely to respond since they’ll already be familiar with your company because of your ads.
2. Pretty much all major media companies are on affiliate platforms. To increase your chances of media traction, join one of those platforms (like Impact, Skimlinks, or ShareASale)—especially if you’re DTC. A higher affiliate percentage usually ups the likelihood of a mention.
3. As Bell Curve’s growth strategist Stephanie Jiang puts it, “Media drives media.” Put ad spend behind existing media mentions. They have third-party validation, which carries more weight than a company talking about itself.

Loyalty programs can feel like a nice-to-have, so plenty of brands brush them off.

But building an email-based loyalty program for your best customers could have an incredibly high ROI—trade a few hours of work for a steady stream of revenue.

Here’s an example.

Rejoiner, an email marketing platform for ecommerce brands, built a quick loyalty program for their client Peak Design.

The results are incredible. The program has generated $46.8k in added revenue over the last 90 days—with an 11.6% click-through rate. And it took just six total work hours to build.

Here’s how they pulled it off (and our take so you can replicate the strategy).

Step 1: Rejoiner created two loyalty offers based on Peak’s purchase history:

• Customers who’ve spent over $500 get $20 off their next purchase of $100+.
• Those who’ve spent $1,000 get $40 off their next purchase of $200+.

Our take: Don’t overthink your loyalty segments and offer. Consider targeting the top ~10% of your customers by spend—no need to get too methodical here. Provide an offer that’s materially valuable and test it. You can optimize the offer and segments later.

Step 2: Rejoiner created an email that combines personalized copy with CRO best practices (like the big red button). It feels personal but gets straight to the point.

Clean, simple, effective. The result: 8% of recipients make a purchase.

Our take: Customers know that the emails they receive from brands are automated. When you’re writing your email, show there’s a human behind the copy. The Peak Design email feels like it’s coming from a friend. And use “I” instead of “we”—“I” feels more emotionally involved, and studies show that it leads to more purchases.

Step 3: Rejoiner used a unique discount code. A generic discount code like “VIP_10_OFF” would quickly kill the magic the personalization created.

Plenty of apps make it easy to generate randomized discount codes (here’s one for Shopify brands). And most of these apps integrate with email marketing platforms, so you can send each subscriber a unique code.

Bottom line: A simple, thoughtful email loyalty program can be an engine for incremental revenue.

Most companies that pursue SEO default to using keyword difficulty and search traffic to determine which keywords to target. They simply prioritize keywords that aren’t too competitive to rank for and regularly receive moderate to high search traffic.

But Ahrefs adds another layer to their research. Besides search traffic and difficulty, the Ahrefs team also uses an internal metric they call “Business Score.”

Business Score is a subjective rating measured on a scale from 0 to 3 and based on each keyword or potential topic’s relation to Ahrefs’ product.

• 0: The keyword can’t be tied to Ahrefs’ product.
• 1: Ahrefs provides only a partial solution.
• 2: Ahrefs provides a solution, but other tools solve the problem just as well.
• 3: Ahrefs’ product is an irreplaceable solution for the keyword.

For instance, a topic like “backlink analysis” ranks 3 while “email outreach" ranks 1—Ahrefs can help with finding companies to reach out to but it isn’t an all-encompassing solution for email outreach.

Ahrefs prioritizes keywords with a higher Business Score, using this metric to understand each keyword’s business value. Since they don’t make a compelling case for users to invest in Ahrefs, topics with a low Business Score are low-priority.

If you’re pursuing SEO, consider including Business Score in your keyword research. This metric will save you from creating content about topics that are relatively easy to rank for but don’t drive people into your product.

Every piece of copy is unique.

Yet no matter the situation, the same mistakes seem to show up over and over again.

At least that's what Neville Medhora, founder of Copywriting Course, observed after answering over 20k questions from his students.

Here are 8 of the most common copy mistakes, with solutions to quickly solve them:

Mistake #1: Putting too many CTAs on a page or email

• Why it's bad: Including too many CTAs causes each of them to compete against one another (e.g., Join, Click, Buy, Read More). This dilutes your message and leads to decision fatigue—both of which hurt conversion. And especially in email, once a reader clicks a link, they're unlikely to come back and click anything else.
• Quick fix and result: Pick one CTA and write your copy for that specific action. Your messaging and conversion should be stronger.

Mistake #2: Using too many buzzwords or jargon

• Why it's bad: Buzzwords are vague and confusing. Jargon is usually too specific for most audiences, which is also confusing. Neither one clearly tells the reader about your product or how it benefits them. This makes it a chore to read and hurts conversion.
• Quick fix and result: Replace buzzwords and jargon with direct, simple language that a 5th grader could understand. You'll help readers value your offer.

Mistake #3: Busy pages with bad layouts

• Why it's bad: Crowded pages are bad UX. They're tough to read and distract from the copy—the most important part.
• Quick fix and result: Make the simplest possible page layout and use negative space to your advantage. That means simple words, distraction-free layouts that emphasize those words, and short, concise explanations to get the message across. People will be more likely to read your copy and take action.

Mistake #4: New writers trying to copy content from major blogs

• Why it's bad: Major blogs tend to write about the same broad and stale topics over and over again. Articles like, "how to start a business" or "complete guide to losing weight." This usually makes for mediocre content that isn't very useful.
• Quick fix and result: Instead of writing for the masses about the same broad topics that have been covered ad nauseam, write about the specific problems your product aims to solve. Your content will resonate more if you include personal stories from experience, anecdotes, and interviews. This gives your content personality, a memorable human element.

Mistake #5: Subheadings that don't guide the reader through an article

• Why it's bad: Most people skim through content to get the gist from subheadings. Bland subheadings make your content hard to scan, and many readers will just bounce.
• Quick fix and result: Tell the story of your content using descriptive subheadings. Your content will be more engaging, and more readers will stick around to read the full article. And readers who just want to skim will still get value from the subheadings alone.

Mistake #6: Writing "How To" content without giving practical actions

• Why it's bad: When your content fails to give readers practical actions to take, it doesn't actually help the reader. It's also forgettable—if there's no action to take, the reader probably won't remember your advice.
• Quick fix and result: Include at least one actionable takeaway in every section of your article. This makes for better content, happier readers, and actionable content is much more likely to get shared.

Mistake #7: Awkward cold emails with bad intros

• Why it's bad: Gimmicky, insincere email intros are guaranteed to turn the reader off immediately. They probably won't read past the intro, and they definitely won't convert. They may even dislike you and delete your email.
• Quick fix and result: Write the email as if you're speaking to a friend. Be direct and concise, don't pitch them upfront, and state a simple, obvious reason for why you're emailing them in the first place (e.g., "I saw that we're in the same Slack group and wanted to reach out"). Have a legitimate reason for reaching out. You'll build better relationships and more conversions that way.
• Note: We cover how to write a cold email in detail here.

Mistake #8: Overthinking email style and format

• Why it's bad: When you only write one draft, you don’t have anything to test, you get stuck on design instead of conversions, and you put yourself under a lot of pressure to get it right on the first try.
• Quick fix and result: When testing different formats, write three versions: one short, one medium, and one long. That way, you'll move quicker because there’s less pressure and more creative freedom, and you’ll have extra versions to test. In the long run, this will help you land on a style and format that resonates most with your audience.

Check out Neville's full post which has helpful visual examples.

All eyes are on TikTok as the next big opportunity in paid social.

TikTok is unsaturated—competition is low and traffic is affordable. And its userbase is snowballing across audiences worldwide.

But is now the right time for you to test TikTok ads as a new ad channel? Before you launch into testing, consider these questions:

1. Can you commit the budget to test TikTok ads properly? Every new channel has a cost of entry, and you have to spend to learn. We recommend setting aside 10% - 30% of your ad budget to test this channel properly. It’ll likely take 6-10 weeks to test and validate TikTok as a paid acquisition channel.
2. Does TikTok align with your product? TikTok ads perform well for DTC ecom brands and mobile apps. DTC ecom brands selling visual products with broad appeal, short sales cycles, and AOVs between $25 - $100 tend to get the most out of TikTok. Similarly, mobile apps and games work well since free app installs are low-friction. TikTok ads can work for many other types of products, but consider how your product aligns with the channel before testing.
3. Do you have the capacity to focus on TikTok as a separate channel in your ad mix? TikTok is an entirely different beast than Facebook. To give TikTok ads a fair shot, you'll need to invest resources into producing a high volume of channel-specific creatives that you can test diligently. Whether you make them yourself or partner with content creators, having a high volume of creatives ready to go is essential.
4. Have you seen success with Snapchat ads, IG Reels, or IG Stories? If you've had success with any of these channels and want to diversify, TikTok is a logical next step. TikTok can have cheaper CPAs, cheaper CPMs, and higher quality traffic than Snapchat or Instagram. You can try repurposing Snapchat/IG assets because these types of ads are typically vertical UGC videos, precisely the kind of content that performs best on TikTok. And if you have the original video content, even better. You can cut new ads, making full use of TikTok's audiovisual publishing tools to achieve the right aesthetic.

If you answered 'yes' to all four questions, TikTok ads might be worth testing now.

If not, and you're still interested in experimenting with TikTok, consider experimenting with an organic TikTok strategy before you dive into ads.